The digital frontier continues to explode - now
well into its second consumer decade, are brands and consumers still infatuated
with one another in this space, or are they looking for daylight? From the earliest days of blogs, social
networks, and YouTube to virtual worlds, mobile communities and Twitter – brands
have done everything from watch, explore, dive in, drop-off and/or ignore these
channels. Now, many consumers are wondering
if brands are truly in the social media space to stay or just out for their own
immediate fame/pr value. One of my
favorite songs by The Clash seems to be an appropriate anthem for this
phenomenon:
Darling you gotta let me know
Should I stay or should I go?
If you say that you are mine
I'll be here til the end of time
So you got to let know
Should I stay or should I go?
Always tease tease tease
Siempre - coqetiando y enganyando
You're happy when I'm on my knees
Me arrodilla y estas feliz
One day is fine, next is black
Un dias bien el otro negro
So if you want me off your back
Al rededar en tu espalda
Well come on and let me know
Me tienes que desir
Should I stay or should I go?
Me debo ir o que darme
Should I stay or should I go now?
Should I stay or should I go now?
If I go there will be trouble
An if I stay it will be double
So come on and let me know
This indecisions bugging me
Esta undecision me molesta
If you dont want me, set me free
Si no me quieres, librame
Exactly whom I'm supposed to be
Diga me que tengo ser
Dont you know which clothes even fit me?
saves que robas me querda?
Come on and let me know
Me tienes que desir
Should I cool it or should I blow?
me debo ir o quedarme?
Should I stay or should I go now?
yo me frio o lo sophlo?
If I go there will be trouble
Si me voi - va ver peligro
And if I stay it will be double
Si me quedo es doble
So you gotta let me know
Me tienes que decir
Should I stay or should I go?
yo me frio o lo sophlo?
Lyrics courtesy of www.lyricsfreak.com. Here's the tune for those of you who want to get in the mood: ♫ http://blip.fm/~7oi4r
This song inspired me to
take a step back and look at what brands have and have not done with various
social media channels. I sense many
consumers starting to wonder – do brands really care about me or are they just
in the social media relationship for themselves?
I recently began a study of the Fortune 500, to learn more about their initial adoption and usage of eight social media platforms in an effort to uncover best practices as well as watch outs. So far, I’ve assessed 80 corporations and already discovered a few industry standouts who have really embraced and leveraged the power of social media to have a dialogue with their consumers. Surprisingly, there are a lot more who've barely made an entrance and are letting their opportunity to have dialogue and connect with a relevant audience pass them by.
I’ll be hosting a multi-part
blog discussion series with members of The Social Media Club, examining the
history of brand adoption and usage of social media channels as well as their
impact on the community. Listen in live
on BlogTalk Radio, every Thursday at 4pm (edt) / 1pm (pst) and catch the
episode recaps here on iMediaWorks Connect each Friday.
Next week, we’ll begin with
“PART 1: The Digital Gold Rush” – be sure to tune in.
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